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Ashley Wicken How much choice do people in Britain have over the food they eat in contemporary society? How can we best understand the choices individuals make? The food available in Britain today provides consumer with an unprecedented level of choice. However these choices are not as varied as they may appear. Complexity typifies consumer's food choices, however quality indicators, cultural and economic factors can be viewed as the most significant influences upon peoples food choices, these factors offers an interesting template that allows the analysis of consumer food choice. It is obvious that British consumers have a greater choice of food types than ever before, responsibility for this comes mainly from supermarkets which offering a huge range of products from a variety of cultures, although takeaways and restaurants have also added to this verity it is the supermarket that truly revolutionised the choices available. Today even minority groups are catered...

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